SoFA Design Institute
SoFA was first established as the School of Fashion and the Arts. The success of the college resulted in an expansion to accommodate different design courses. Because they were already known as SoFA, they decided to call the new design school SoFA Design Institute. They wanted something simple and clear so they asked me to keep the letter ‘o’ in SoFA in lower case as this has always been a tradition. I bumped up the ‘o’ to emphasize it and set it in Avenir–Adrien Frutiger’s new classic typeface. I then proposed that they play around with the ‘o’ depending on where the logo is used.